CASE STUDY: THE VICTORIA RACING CLUB

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THREE REASONS WHY RACING REWARDS OUTPACES THE COMPETITION

by Paul Smitton

Flemington Racecourse and its Victoria Racing Club (VRC) launched a completely reimagined Racing Rewards loyalty program on January 30 of 2016, putting customer intimacy at the forefront for the world’s largest racing club program.

In an Australian first for a racing club, VRC members will receive tailored offers including invitations to exclusive events, access to “money can’t buy” experiences and opportunities to win prizes - all based on their individual buying habits, preferences and interests.

It’s clear that loyalty programs in the gaming and sports industry are becoming more common, but just because they are abundant doesn’t mean they are successful.